On April 19, during the Shanghai F1 Grand Prix, Zhou Guanyu made his highly anticipated home debut at the Shanghai International Circuit. As China's first and currently only F1 driver, Guanyu's popularity is comparable to that of superstar drivers and his presence at the event has attracted widespread attention. The F1 Grand Prix – one of the world's three biggest sporting events – returns to Shanghai after a five-year break. This year also marks the 20th anniversary of the F1 Chinese Grand Prix. Shanghai has made extensive preparations for this event and official tickets sold out immediately upon release, confirming the popularity of the event among Chinese F1 fans.
The popularity of this once “niche race” of Formula 1 has increased significantly in China, especially as Zhou Guanyu competes in his hometown. As soon as the race was announced, it caused a stir on Chinese social media. As the only Chinese driver to have qualified for Formula 1 to date and the first Chinese driver ever to score on his Formula 1 debut, the opportunity to compete in the Grand Prix in his hometown is for the driver and the Chinese audience of particular importance. Zhou Guanyu's success marks a turning point in Chinese racing history: a young Chinese face is among the 20 greatest drivers in the world.
The first Chinese F1 driver has achieved significant influence not only in China but also abroad. At every race Zhou Guanyu took part in, many Chinese and foreign fans flocked to support him. There is no doubt that the rising Chinese star's influence on the world stage is only growing with the return of the Chinese Grand Prix, a racing event with enormous global reach.
Since Zhou Guanyu became China's first Formula 1 driver, both Formula 1 and its popularity in China have risen sharply, and all related content has become the focus of attention. Zhou Guanyu's debut in China behind the wheel of a C44 has attracted attention, particularly with the clearly visible presence of Chinese sponsor AMBPOMIAL on the car.
AMBPOMIAL, launched by Yili Group, is China's No. 1 high-end yogurt brand. With the dual distinction of being “firsts” in their field, AMBPOMIAL and Zhou Guanyu began their story back in 2022 when AMBPOMIAL officially announced Zhou Guanyu as a brand ambassador. Zhou Guanyu's adventurous spirit, reflected in his early training abroad and his competitive spirit in the world's top speed races, has enabled this young Chinese driver to break through, set new records and create his own legend on the race track. The partnership was a natural fit as AMBPOMIAL's brand innovation concepts fit well with Zhou Guanyu's youthful, energetic and adventurous personality.
AMBPOMIAL continues to make technological breakthroughs in yogurt products. In 2023, the company launched the industry's first room temperature yogurt with active probiotics. AMBPOMIAL's innovation in room temperature probiotic yogurt has expanded the market for yogurt, reflecting its spokesman Zhou Guanyu's breakthrough as a Chinese F1 driver from zero to one.
With racing in full swing, Formula 1 has become synonymous with Shanghai, turning the city into a massive marketing platform. AMBPOMIAL launched an extensive marketing campaign for the event, including the launch of the co-branded product with Stake F1 Team KICK Sauber and a large-scale ticket raffle campaign. These events received an overwhelming response on social media and attracted many F1 fans and consumers to attend. This top race, which is highly commercialized worldwide, is becoming increasingly popular with Chinese fans. Among them are enthusiastic fans who have been following the race with excitement for decades, crossing numerous time zones to watch the event live, as well as young spectators who are passionate about Formula 1. AMBPOMIAL has done an excellent job of expanding the brand's customer base, reaching Chinese Formula 1 fans and moving closer to becoming a household name among younger consumers through a range of consumer activities.
As a leading brand in the Chinese yogurt industry, AMBPOMIAL's foray into motorsports reflects its unique strategic vision and leads the way in sports advertising for the yogurt sector. AMBPOMIAL is also a sponsor of Stake F1 Team KICK Sauber, evidenced by the brand's prominent placement on the C44's body and tires. By signing China's first F1 driver, Zhou Guanyu, AMBPOMIAL consolidates its brand influence in the motorsports industry, builds a closer connection with the younger consumer base and promotes a new, healthier lifestyle.
As the Shanghai F1 Grand Prix progresses, Zhou Guanyu's adventurous journey continues. AMBPOMIAL and Zhou Guanyu embody the spirit of adventure by pushing boundaries and setting new “firsts” in their respective fields. AMBPOMIAL's partnership with Zhou Guanyu enters its third year in 2024, while its partnership with Stake F1 Team KICK Sauber enters its sixth year, having begun in 2019 with the appearance of the brand logo on the team's cars. We believe we can spread this spirit to more Chinese consumers through closer collaboration. We believe that with increasing attention and support, motorsport will also become more popular in China.
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